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September 2, 2021: 12:00 AM EST
Esther Loo, the third-generation scion and current head of marketing of the Tai Sun brand of nuts and chips, was well aware that the company’s outdated image needed an overhaul. Market research told her that branding – not product quality – was the root of the problem: packaging was a mess, and “there was no real formatting for the brand as a whole.” What’s more, younger consumers really didn’t know about the products, and therefore were not buying them. Loo launched a repositioning campaign, complete with brand bibles and product segmentation. Tai Sun’s current portfolio now includes brands like Nature’s Wonders, Treatz, UCA, and more. Nature’s Wonders will be rolling out new nuts and mixes, and Treatz will receive a significant revamp. And Loo wants to convey to the public – using social media etc. – that healthy snacks such as pecans and macadamias, often thought of as premium nuts, are not necessarily out of reach.
Terence Ruis, "How third-generation Tai Sun scion Esther Loo is reinventing the traditional nuts company", The Peak Magazine, September 02, 2021, © Singapore Press Holdings Ltd
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